Provide a brief introduction to Bunnings Warehouse. Discuss the company's origin, history, and organisational structure. State Bunnings Warehouse vision, goals, and objectives. 5% (approx. hundred words)

2 Market Situation

2.1. Market Description (this is the external market not the target market)

2.2. Competitive Situation Analyse the market/industry by using key statistics like size and growth of the market, industry trends, any macro factors in the PESTEL (Political, Economic, Social, Technological, Environmental and Legal) environment which may have an impact on the industry (only address relevant factors) Identify the key competitors of your chose brand - (you must clearly identify the frame of reference) 10% (approx. three-fifty words)*

3 Brand Inventory

3.1. Brand name

3.2. Logo

3.3. Slogan (only include brand inventory which is relevant to the organisation) Evaluate the brand elements such as brand name, logo, slogan, character, jingles etc. What does each of these brand elements intend to convey to the target market? In your response, comment on the extent to which these brand elements are designed to appeal to the target market. 10% (approx. 200 words)

4 Target Market and Positioning Strategy

4.1. Description of the Target Markets

4.2. Point of Parity

4.3. Point of Difference

4.4. Brand Mantra Describe the current target market of Bunnings Warehouse brand (an assumption is fine), its segmentation variables/bases taking into consideration the target market potential. What are the key points of parity and points of difference? Include a perceptual map of your brand versus its key competitors - placing each of these brands on a two-dimensional perceptual map of key attributes or benefits. Develop the company's brand mantra? You are to develop the brand mantra 15% (approx. two-fifty words)

5 Brand Exploration

5.1. Brand Identity

5.1.1. Brand Salience

5.2. Brand Meaning

5.2.1. Brand Performance

5.2.2. Brand Imagery

5.3. Brand Responses

5.3.1. Brand Judgements

5.3.2. Brand Feelings

5.4. Brand Relationship

5.4.1. Brand Resonance Explore and critically evaluate the brand-building blocks established with existing brand elements and marketing programs. In your response also provide a summary of the key points using a graph of the CBBE framework. 25% (approx.. 500 words) 6 SWOT Analysis (This should be a summary of the previous sections) Not included in the word count In a SWOT Table, identify the key internal strengths and weaknesses of the brand and its marketing programs that enhance/hinder brand building. Identify external opportunities that can be leveraged and threats that need to be mitigated to improve brand's positioning and market performance.

Present a summary of the SWOT Analysis that presents a clear picture of the key factors that need to be considered and will feed into the recommendations that will be made in the next section.

Please ensure you present the SWOT in a table format not in a narrative. 5% (not included in word count)

7 Sustainable (long term) Strategic Brand Recommendations What strategies do you recommend (including rationale): To raise brand awareness and increase brand equity for the company. To ensure long term sustainability of the brand and its brand equity through the development of a diversified IMC program How would these new sustainable brand strategies create strong, positive, and unique associations that will resonate with target market more effectively? Ensure your recommendations flow from the SWOT analysis. 15% (approx. fivehundred words)

8 Evaluation Briefly outline how you would measure the effectiveness/success of your strategic brand recommendations? 5% (approx. hundred words)

9 Survey Questions (not included in word count) Develop survey questions to measure 1) Consumer-based Brand Equity and 2) Brand personality for the brand. Please remember to base your questions on pre-existing items/scales (refer to Lecture 3).

Please include the reference in your reference list. 5% (not included in word count) References * No Appendices are required, all tables and graphs should be embedded in the body of the project (not included in word count) Please use the Harvard Style Referencing Harvard style of referencing Use a variety of sources of information to write the report, including: Trade magazines and business publications Reference to company sources, including their products, marketing and education material (brochures, advertisements, websites, etc.) News, reports, and blogs on the chosen brand Government website such as Australian Bureau of Statistics website: www.abs.gov.au for key Australian demographic statistics Academic journal articles*, books, and practitioner journals *You must cite at least 5 journal articles